The Effects of Price, Store Image, and Product and Respondent Characteristics on Perceptions of Quality
Open Access
- 1 May 1977
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 14 (2) , 181-186
- https://doi.org/10.1177/002224377701400205
Abstract
Perceived quality appears to be associated consistently with high prestige stores, high prices, and physical attributes of products such as color. Consumer income and educational level also affect perceptions of quality. These consumer demographic characteristics interact with each other and with the marketing mix in a complex manner.Keywords
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